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  • Admit it: You've pretended to need another BILLY bookcase for the sole purpose of loading up on some Swedish meatballs.

    承認吧!你曾經假裝要去買 BILLY 書櫃,但其實是為了去 IKEA 吃那一大盤瑞典肉丸。

  • As it turns out, that was all part of IKEA founder Ingvar Kamprad's master plan, way back when the first store opened in 1958.

    其實呢,IKEA 創辦人 Ingvar Kamprad 早在 1958 年開第一間店時就打出了這個算盤。

  • He figured well-fed customers would increase sales and boy, was he right?

    他當時想,客人吃飽喝足後應該會在店內多買一些東西,而事實證明他是對的。

  • Even today, the meatballs are referred to as "the best sofa-seller."

    即使到了今天,IKEA 的肉丸依然被視為「最佳沙發銷售員」。

  • But what makes this furniture-store-turned-foodie-favorite tick?

    不過,到底是什麼讓這個家具店成了吃貨的最愛呢?

  • Here's the untold truth of the IKEA food court.

    以下為你揭曉關於 IKEA 美食小站的秘密。

  • Affordable snacking.

    經濟實惠的小吃。

  • It's hard to beat the food prices at IKEA and those dirt cheap meals are all part of the design.

    IKEA 美食的價錢是很難被外面店家打敗的,而殊不知,這些便宜到不行的餐點其實全是 IKEA 的套路。

  • Gerd Diewald who runs IKEA's food operations in the US, told Fast Company, "When you feed [customers], they stay longer, they can talk about their [potential] purchases, and they make a decision without leaving the store."

    美國 IKEA 的餐飲部執行長 Gerd Diewald 告訴雜誌《Fast Company》,「你給客人東西吃,他們就會待得比較久,他們在逗留期間可以討論他們想買的東西,然後就在賣場裡面做決定。」

  • And this theory works. 650 million hungry furniture shoppers are spending almost $2 billion a year in IKEA's food court.

    他的理論是成立的,6.5 億名飢餓的消費者每年在 IKEA 的美食小站消費將近 20 億美元。

  • Not exactly Swedish.

    不全是瑞典美食。

  • Spoiler alert: those "Swedish" meatballs aren't actually Swedish.

    劇透警告:那些「瑞典」肉丸不完全是來自瑞典。

  • In April 2018, the country of Sweden came clean, tweeting: "Swedish meatballs are actually based on a recipe King Charles XII brought home from Turkey in the early 18th century. Let's stick to the facts!"

    在 2018 年 4 月,瑞典發佈了一則推特澄清「事實是,瑞典肉丸其實用是國王查爾斯十二世在 18 世紀初期從土耳其帶回來的食譜製作而成。」

  • While some fans lamented that their "whole life had been a lie," others wanted to know about those lingonberries.

    在一些粉絲感嘆「我們一生都被欺騙了」的同時,其他人想知道更多關於越橘的事。

  • The official word? "They don't grow in Sweden exclusively. But lingonberry jam accompanying meatballs is damn near as Swedish as it gets!"

    官方說法是?「越橘不只有生長在瑞典,但越橘果醬配肉丸的距離就像是越橘跟瑞典的距離一樣!」

  • The rest of the menu is about 50 percent Scandinavian, according to Fast Company, with items tailored to specific markets.

    根據《Fast Company》報導,IKEA 菜單上約有 50% 是北歐料理,其餘菜色則是按照特定的市場進行客製。

  • Not your grandma's hamburger.

    IKEA 漢堡不是你以為的漢堡。

  • Over the years, IKEA has listened to customers' desires for more plant-based options.

    多年來,IKEA 採納了顧客的意見,增加了蔬食的選擇。

  • In 2015 they introduced a vegan version of their iconic meatballs, and in early 2019 they'll be rolling out vegan hot dogs in the US stores.

    繼 2015 年推出了素食版肉丸後,他們將在 2019 年在美國分店推出素食版熱狗。

  • But they have some other truly innovative items in the works.

    不過他們也正在研發許多創新的餐點。

  • Space10, IKEA's external innovation lab, is setting out to create sustainable "fast food of the future."

    IKEA 的外部創新實驗室 Space10,旨在創造永續的「未來速食」。

  • And among that futuristic food is the Bug Burger, made of ground mealworm, parsnip, beetroot, and potato; the Dogless Hotdog, made of veggies and nestled in a green spirulina bun; and the Neatball - another chance to get your mealworm protein fix.

    這些未來速食包括由麵包蟲、防風草、甜菜根和馬鈴薯攪碎製成的蟲蟲漢堡,由蔬菜製成,夾在螺旋藻麵包中的沒有狗的熱狗;還有由麵包蟲製成,蛋白質含量滿滿的偽肉丸。

  • Unfortunately, you might have to wait a while to try these tasty treats.

    壞消息是,你可能要等一陣子才能吃到這些可口美食。

  • A Space10 rep told Esquire, "This project is limited to culinary research, and there are no current plans to put these dishes on IKEA's menu."

    Space10 的代表跟 Esquire 說,「這項計劃現在處於食物研究階段,目前沒有打算要將這些餐點放到 IKEA 菜單上面。」

  • Meatball pop-up?

    肉丸快閃店?

  • A staggering 30 percent of IKEA customers come to the store just for the food.

    有大約 30% 的消費者到 IKEA 只是為了用餐。

  • And seeing an opportunity to reach more dining-only customers, in 2017 the company tested several stand-alone pop-up restaurants in major cities where a traditional store just wouldn't work.

    為了接觸更多只來店裡用餐的客人,2017 年 IKEA 挑了幾個傳統 IKEA 分店業績表現不太好的大城市開設幾家快閃店。

  • Michael La Cour, IKEA Food's managing director, told Fast Company, "I firmly believe there is potential. I hope in a few years our customers will be saying, 'IKEA is a great place to eat-and, by the way, they also sell some furniture.'"

    IKEA 餐飲部總經理 Michael La Cour 告訴《Fast Company》:「我絕對相信這有潛力,我希望幾年之後我們的客人會說:『IKEA 是間很棒的餐廳,順帶一提,他們還有賣家具。』」

  • As of 2018, IKEA has no solid plans for a restaurant roll-out. But here's hoping we don't have to assemble our own take-out containers when it finally happens.

    一直到 2018 年,IKEA 還是沒有關於發展餐廳的實質計畫。不過如果真的有開成,我們真心希望到時不用自己組裝自己的外帶餐具。

Admit it: You've pretended to need another BILLY bookcase for the sole purpose of loading up on some Swedish meatballs.

承認吧!你曾經假裝要去買 BILLY 書櫃,但其實是為了去 IKEA 吃那一大盤瑞典肉丸。

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